TAG Heuer launches watch featuring lab-grown diamonds

Words by
Lee Cassanell

31st March 2022

The Swiss luxury watchmaker’s new timepiece features ‘Diamant d’Avant-Garde’ Technology.

TAG Heuer has introduced the new TAG Heuer Carrera Plasma, featuring 12kt of lab-grown diamonds and a price tag of £286,155.  “Chemical vapour deposition (CVD) technology, which we refer to as ‘Diamant d’Avant-Garde’ at TAG Heuer, enables us to explore the versatility of carbon in the form of lab-grown diamonds – to create a stunning timepiece where diamonds are used in very unique shapes and textures. Lab-grown diamonds allow us to innovate and experiment with this exceptional material, and this opens up a new realm of possibilities for designers, watchmakers and engineers”, said Edouard Mignon, TAG’s Chief Innovation Office

Frédéric Arnault. CEO of TAG Heuer,  also commented on the new timepiece. “Innovation and redefining frontiers is in our DNA. With the introduction of the TAG Heuer Carrera Plasma, we want to expand the possible palette and designs for diamond watches and diamonds in general, and create a new and breathtaking vision of mastering carbon and diamond design as well as cutting-edge light effects”,

The TAG Heuer Carrera Plasma comes with an elegant black leather strap with black stitching and a black titanium clasp. Arnault added: “It is a truly defining moment for us and the Swiss luxury watchmaking sector. We feel that luxury watches should always be exciting and surprising and in tune with the times, and this new watch demonstrates exactly that.”